Eagle Eye, Playable Bring Gamification to Loyalty Marketing
The Eagle Eye-Playable partnership allows retailers to turn loyalty into a true engagement engine - shaping behaviour, increasing engagement, and delivering real commercial value.
Topics
Eagle Eye’s AI-powered loyalty and personalised promotions platform with Playable’s marketing gamification technology combined offer brands the ability to create engaging loyalty and membership experiences that drive participation, capture richer first-party data, and activate smarter 1:1 marketing at scale.
The partnerships allow retailers to turn loyalty into a true engagement engine – shaping behaviour, increasing engagement, and delivering real commercial value.
We take a look at behind the scenes of the rollout, plus the implications and lessons for brands across other global markets like APAC.
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The Challenge
As loyalty strategies increasingly focus on first-party data, personalised marketing and customer lifetime value, combining gamification with loyalty infrastructure provides brands with a powerful new way to engage customers beyond transactional interactions.
The Solution
Eagle Eye, a leading SaaS and AI technology company that delivers loyalty, personalised promotions and omnichannel marketing solutions for retail, travel and hospitality brands, has announced a new technology partnership with Playable, the leading marketing gamification platform. Read the original partnership announcement.
The partnership enables brands to combine Eagle Eye’s loyalty and promotions capabilities with Playable’s gamification technology to create highly engaging loyalty and membership experiences that increase participation, capture valuable first-party data and drive more personalised marketing.
Key loyalty features and use cases
- Through the integration, gamified experiences can connect directly with loyalty mechanics such as points, rewards, coupons and personalised promotions.
- Customers might earn points by completing a game, unlock rewards through interactive challenges, or trigger targeted offers based on their participation.
- Across these organisations, Eagle Eye powers core loyalty and promotions infrastructure, including points programmes, rewards, coupons and personalised offers; while Playable delivers engaging gamified experiences that encourage customers to interact with these programmes more frequently.
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The Benefits
By linking engagement with loyalty incentives, retailers can increase programme usage, strengthen customer relationships and deliver more relevant marketing at scale.
Together, the two platforms help brands increase engagement across loyalty ecosystems while enabling scalable campaign execution across web, mobile, apps and in-store environments.
The partnership is particularly relevant for enterprise retailers across grocery, retail, ecommerce, and hospitality looking to maximise the value of their loyalty and membership programmes.
“Modern loyalty is no longer just about transactions—it’s about interaction. By partnering with Playable, we are merging Eagle Eye’s enterprise AI personalisation with world-class marketing gamification,” said Al Henderson, Chief Partnerships Officer at Eagle Eye.
“Gamification is the ultimate engine for customer engagement because it turns everyday loyalty programs into immersive experiences. Together, we are helping retailers drive deeper participation, capture vital first-party data through play, and turn casual shoppers into passionate, lifelong brand advocates.”
Implications for retailers across the APAC region
Jonathan Reeve, ANZ Director at Eagle Eye, said, “Across ANZ, loyalty is evolving from a transactional model into something far more engaging interactive and personalised. Gamification, powered by the latest in technological innovation, offers retailers an exciting and powerful way to encourage ongoing interaction with customers, generating richer first-party data about what motivates them.”
“The real opportunity comes when those interactions are connected to the underlying loyalty architecture, so a game or challenge can instantly trigger a relevant reward, offer or experience for that individual. For ANZ retailers operating across increasingly digital and omnichannel markets, that combination of engagement, personalisation and scale has enormous potential.”
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Aaron Crowe, Head of Revenue, APAC at Eagle Eye, said “APAC is an incredibly diverse retail market, but one thing we see consistently is consumers’ appetite for mobile-first, interactive experiences that offer genuine value. Gamification gives brands a way to tap into that behaviour while moving loyalty beyond simply rewarding a purchase.”
“A customer’s participation in a challenge or game can become another valuable signal that helps a retailer understand their preferences and deliver a more relevant experience next time. For retailers across Asia, the key learning is that gamification is most powerful when it isn’t a standalone campaign, but part of a connected loyalty ecosystem where engagement can translate into personalised rewards and stronger long-term customer relationships.”
